it's like an emerging religion. some churches now offer gluten free commonon wafers. this is a business. >> why you eating gluten free? >> because she's eating. >> what is gluten. >> wheat i think? >> right. gluten is a protein found in wheat, rye, and barley. so it's in baked goods and cereals, but because it acts as a sticky binding agent, it's also in soups, gravy, sauces, salad dressings, even hot dogs and ketchup. but some people just can't digest gluten. if they eat it, they'll get sick. about 1% of americans have skeel yak disease, guaranteeing that gluten in their diet carries with it pain, discomfort, sometimes even rashes or joint pain. what's interesting is that there aren't nearly enough people who have medical problems with gluten to explain the giant surge in gluten-free products. >> we now have over 300 gluten free products. >> dom is a marketing manager for general mills. >> they range from fruit snacks and yoplait yogurt, progresso soups all the way to our chex favors as well as bet ewe crocker and business quick. >> is there any scientific proof if y